Digital Customer Experiences in the age of faceless applications
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My keynote from Perform Day in Australia. Why digital customer experience is so important, and the role digital performance management plays.
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Digital Customer Experiences in the age of faceless applications
- 1. Confidential, Dynatrace LLC Digital customer experiences in the age of faceless applications Dave Anderson – VP Marketing EMEA and APAC @daveando | @dynatrace
- 2. Digital mastery is wizardry Confidential, Dynatrace LLC Cool… Crap… mmm…um ….eh….. 24,000 Different Android Versions up 28% 3rd party components on websites up 22% Amazon releases new software every 11.1 secs 1.6 million transactions a day 200,000 lines of code 7000 servers 0.5 sec increase in response time costs 11% in revenue @daveando | @dynatrace China Singles Day 70% mobile Cloud and Microservices emerge as a new normal
- 3. CX Part 1: The rise of the faceless organisation Confidential, Dynatrace LLC
- 5. Speak to the hand We are spending 2.5x times longer in apps than we did 2 year ago bit.ly/dt-3 @daveando | dynatrace
- 7. Software is eating the world Confidential, Dynatrace, LLC TRAVEL MEDIA TELCO AND COMMS RETAIL Performance is non-negotiable. People are spoilt for choice and thirsty for ‘new’ @daveando | dynatrace
- 8. Platform Depth Confidential, Dynatrace LLC OS Music Payment Productivity Cloud Video Device Voice Tablet | Streaming All All All + Gaming @daveando | dynatrace
- 9. The new normal is: - Competition is borderless and industry-less - People expect you to be ‘like’ the best - Brand loyalty is dead - Customer experience can be ‘unseen’ Confidential, Dynatrace LLC
- 10. CX Part 2: Disruption is real, now, and only just getting started…
- 11. 70% of the 2005 Fortune 1000 companies don't exist anymore Kienbaum 87% companies think that digital transformation is a competitive opportunity Capgemini Digital Disruption. It’s happening 70% of companies would "attempt" to go digital but only 30% of those would succeed CISCO @daveando | @dynatrace
- 13. Confidential, Dynatrace LLC @daveando | dynatrace
- 14. Speed of Disruption Confidential, Dynatrace LLC #PokemonGo made $16k every 15 mins. That’s $15.6 million a day. @daveando | dynatrace
- 15. Confidential, Dynatrace LLC @daveando | dynatrace
- 16. Confidential, Dynatrace LLC @daveando| @dynatrace
- 18. Confidential, Dynatrace LLC Principles of customer experience Solve a need Simple & convenient Fast & bug free Fun, novel or innovative
- 19. CX Part 3: Speed matters Confidential, Dynatrace LLC
- 20. Milliseconds make a difference @daveando | dynatrace
- 21. You have 100ms to respond to user input before they notice a lag. Fast or Furious Source: http://bit.ly/dt-google-load @daveando | dynatrace
- 22. “I’m not a transaction” Dynatrace and Harris Poll, Oct 2015 http://www.dynatrace.com/content/dam/en/general/holiday-shopping-report.pdf will air their frustration on social media when facing bad user experiences 51% rate app performance as #1 expectation, ahead of features and functions. 60% 46% would leave if a mobile site or app fails to load in 3 seconds or less @daveando
- 26. CX = Revenue -100ms response time = +1% revenue +100ms load time = -1% revenue @daveando | dynatrace How fast is your site? http://bit.ly/DT-test Milliseconds make a difference
- 27. @daveando| @dynatrace 0.5 second increase in response times, reduced conversions by 11% Nordstrom
- 28. Insert headshot image here “Who are you to say response time has to be 2.5 seconds?” “I don’t set our SLA’s, our customers set the SLA’s” Nordstrom Performance Engineering Team @daveando| @dynatrace
- 29. Monitor and continually improve performance – milliseconds matter
- 30. CX Part 4: Kill bugs before they kill you Confidential, Dynatrace LLC
- 31. Confidential, Dynatrace LLC @daveando | dynatrace
- 35. Hi @azelew23, I can see you are on a Surface using Windows 10. Seems we have a bug right now as others are impacted. I’ve sent to IT. Please enjoy a free month on us @azelew23
- 36. Less time troubleshooting more time innovating
- 37. CX part 5: It’s a team sport Confidential, Dynatrace LLC
- 38. Source: Forrester Must tie back end systems to front end CX @daveando | dynatrace
- 39. Confidential, Dynatrace LLC • Alignment of Teams • Common Metrics • Performance is non negotiable • Find and fix fast • Dynatrace is critical http://bit.ly/DT-swarovski @daveando | dynatrace
- 40. Confidential, Dynatrace LLC http://bit.ly/DT-REA @daveando | dynatrace
- 42. Nike has many more software developers than apparel designers. @daveando | dynatrace
- 43. Rapid innovation to: 1) Cover future monitoring requirements 2) Save you time 3) Make it easy 4) Align teams The Dynatrace Platform @daveando | dynatrace
- 44. Thank you Confidential, Dynatrace, LLC TRAVEL RETAIL TELCO & MEDIA GOVERNMENT FINANCE CONSUMER GOODS @daveando | dynatrace
- 46. Confidential, Dynatrace LLC Performance management for the digital customer age
Editor's Notes
- I’ve grown up in retail. Both my parents had retail stores, my Dad a Mitre 10 hardware store that he ran for 30 years (that’s him there) and my Mum, a fashion store. I basically grew up on the premise that customer service was absolutely critical to the success of a business. Unfortunately for my Dad, he eventually lost out to the bigger box stores, who’s current market share doesn’t dictate the need for superior customer service… but that’s not the point I’m trying to make today… You see in the past, customer service was in store. We would encourage staff to smile, to solve problems, to be friendly and most importantly we could see if they waited too long at the counter. You guys know where I’m going with this right…technology has changed that.
- The store isn’t just on the street anymore. It’s in our hands. The big thing now is, you don’t need a big bank balance to buy the cnr of main and main, set up your shop and catch all the passing traffic. The playing field is level. Anyone with an idea, a developer, and a good idea, can compete with the big businesses. Even potentially wipe out industries…when you think about air bnb, uber, and Let me share an example. So if our experiences are no longer in face to face customer service, how does a brand maintain it’s relevance. How do they wow their customers, keep their loyalty, and ultimately stop them from jumping from one banking app, or online shop, to another, when fundamentally they are almost the same.
- Customer Experiences are now digital not physical. I don’t’ go to the bank…I open an app. I don’t ring for a taxi, I open an app. I don’t talk to a sales assistant, I order online. My digital experiences are wrapped in a phone. ]Telco – enable a travel pass…
- The big four are circling our needs across everything we do and the key driver is digital. They recognise customers are spoilt for choice and the barrier to change is so easy, they are deepening their offering with us and the lines of enterprise vs consumer are gone.
- Disruption is happening, it’s happening faster than ever before so we all need to be focused on providing customer experience that excites the end user, make their lives easier, saves time.
- The world is getting even more „disrupted“ – this is a picture from Paris last year when Uber entered the Market
- So how many of you guys have played this already? C’mon don’t be shy? Hands up. And just so I’m clear who is not going to put their hand up no matter what I ask you? Excellent so we are all the same page. Actually whilst I’m on this topic I’d really appreciate you listening in, tweeting, nodding, smiling as I deleiver this which will help me with my jet lag and a sense of ‘I didn’t fly all the way to melbourne from the UK just to talk complete dribble’;.
- Nintendo has biggest share increase in 30 years.
- So either someone lost their job or their scaling so rapidly they need help and they need it fast. And they can’t hire enough, quick enough…. Notice the experience required is Google Cloud? Which makes this tweet all the more interesting…
- There is no point creating something that nobody wants. Your digital service should be focused on the needs of the end user. What tasks do we continually have to undertake…a great example is the commonwealth banking app. The simplicity of transferring money….one click, easy scroll, can do one handed. This plays into making it simple and convenient. HSBC on the other hand, impossible to transfer, and the process to login requires 2 devices. Ensuring it works is obvious. We are spoilt with choice and there is really no such thing as brand loyalty when our interactions our with faceless organisations…in a digital world, on subscription type contracts it’s to easy to switch, so ensuring you are continually monitoring, finding, fixing is essential. WE need to continually monitor and improve performance because the world is never standing still and our expectations as end users keeps changing. Apple Pay, touch ID, voice operation,
- Speed matters. In Amazon’s most recent app update they cited the importance of milliseconds. Every day we have developers who are helping Amazon load faster one millisecond at a time.
- The new users are spoilt for choice. If your app or service doesn’t work it’s ok because they’ll find another one. In fact this generation probably more than any other loves to discover new services so it’s harder than ever to make sure their experience is first class.
- In this slide, at our event in Australia, Nordstrom presented that their peak conversion rate was at 2.5 seconds. A 0.5 second increase in response time impacted conversions by 11% and this was during one of the key sale periods. For a billion dollar retailer that’s a lot of money for a very small change in performance. So best practice is keep an eye on the impact of response time on conversions and optimise your site not just for speed, but for conversions.
- Gopal went on to state that they now make feature and function decisions based on the SLA’s set by the customers. Not by guesswork, and not by internal teams. The data gives precise answers.
- People’s perspectives have never been more important. Google and Apple make it simple for us to rate and review applications, which ultimately can make or break a business, and yet we, as the end users of the application may not understand what is causing an application error. Is it the network, the devise, the browser, or a user error? Today more than ever you need to be able to respond with speed and accuracy.
- A great example of this was runtastic. With a multi-tude of fitness apps we are spoilt for choice….so it’s critical that runstastics application is accurate and their team continually innovates in order to outpace the competition.
- But some users were experiencing issues…recording 480km bike rides in 1 hour. Unless you are propelled on a bike with rocket fuelled engines this amount of km’s is not physical possible. As compliants started to come in via their support channels, Dynatrace diagnosed the GPS location issue, and was able to determine that it related to a specific version of android, running on only a few devices. This is important for 2 reasons: They could reply to the customers affected to prevent them from blaming the application and leading negative reviews. Their development team could spend more time innovating, and less time troubleshooting something that could not be fixed.
- In this twitter exchange it took Spotifycares…a social channel dedicated to support 4 days to unsuccessfully resolve an end user error. Asking what the person’s username is, and by opening Dynatrace they would be able to see the users device, what browser they are using, and could more accurately determine what is cuasing the issue. This exchange would now look like this:
- In this presentation we talked about the importance of speed, and the importance of applications being bug free. To achieve this IT teams must tie back end systems to CX…
- Alignment of teams
- Which led me to this quote as a best practice for website performance. We must be response and adapt to change. You need to be continually monitoring and adjusting as the use of more 3rd parties increase and as the business surges with marketing campaigns. I love this quote from Charles Darwin….but turns out after someone used this…I googled it and maybe he never said it…but it sounds good and it fitted in nicely.
- We work with thousands of companies worldwide, from digital natives like Pandora radio or Netflix, to digital “migrants”. Here is what we have learned… [next slide] GOVERNMENT LOGOS AND WIN SHEET LINKS Australia Dept of Defence https://dynatrace.sharepoint.com/sites/APMMarketing/APMCustomers/WinSheets/_layouts/15/listform.aspx?PageType=4&ListId=%7BB4F18CFA%2D2502%2D4CFE%2DA922%2D640A4277E1EB%7D&ID=1007&ContentTypeID=0x0100B575AB7143D9B34391143E4B0331D49A Dept of Work and Pensions https://dynatrace.sharepoint.com/sites/APMMarketing/APMCustomers/WinSheets/_layouts/15/listform.aspx?PageType=4&ListId=%7BB4F18CFA%2D2502%2D4CFE%2DA922%2D640A4277E1EB%7D&ID=855&ContentTypeID=0x0100B575AB7143D9B34391143E4B0331D49A State of Michigan https://dynatrace.sharepoint.com/sites/APMMarketing/APMCustomers/WinSheets/_layouts/15/listform.aspx?PageType=4&ListId=%7BB4F18CFA%2D2502%2D4CFE%2DA922%2D640A4277E1EB%7D&ID=1051&ContentTypeID=0x0100B575AB7143D9B34391143E4B0331D49A State of Ohio https://dynatrace.sharepoint.com/sites/APMMarketing/APMCustomers/WinSheets/_layouts/15/listform.aspx?PageType=4&ListId=%7BB4F18CFA%2D2502%2D4CFE%2DA922%2D640A4277E1EB%7D&ID=1067&ContentTypeID=0x0100B575AB7143D9B34391143E4B0331D49A State of North Carolina Revenue Service https://dynatrace.sharepoint.com/sites/APMMarketing/APMCustomers/WinSheets/_layouts/15/listform.aspx?PageType=4&ListId=%7BB4F18CFA%2D2502%2D4CFE%2DA922%2D640A4277E1EB%7D&ID=1095&ContentTypeID=0x0100B575AB7143D9B34391143E4B0331D49A Singapore Housing development board https://dynatrace.sharepoint.com/sites/APMMarketing/APMCustomers/WinSheets/_layouts/15/listform.aspx?PageType=4&ListId=%7BB4F18CFA%2D2502%2D4CFE%2DA922%2D640A4277E1EB%7D&ID=1001&ContentTypeID=0x0100B575AB7143D9B34391143E4B0331D49A
- Good luck with your performance, and hopefully you can continue to drive better experiences for your customers so we can all feel like this.